How to turn an out of the box idea into a boring cliché
Skittles leaking from a ceiling: startling, ingenious even; gems bubbling up from the ground? Sadly, not groundbreaking. Reworking the classics may be a good idea if the rework is slick, it takes the idea to a new place, and, of course, you start with a classic. But a change of sets with a jingle that sounds like an escapee from Sesame Street is only going to attract the wrong kind of attention. Not the kind of publicity a brand like Cadbury should be seeking.
Skittles may have gotten away with it, no doubt supported by the same kind of audience so enamoured of the ‘Buuud’ burping frogs, circa 1990. Cadburys, unfortunately, haven’t exactly hitched their wagon to a classic. In fact, it’s not even cheesy – that saviour of ads powered by pun driven banalities. The jingle is good for one thing though, a cue to change channels or take a bathroom break.

judge for yourself:

the original, with candy leaking from the ceiling

http://www.youtube.com/watch?v=Oqvtg7tRl8A 

the wannabe - candy gushing from the ground. 

http://www.youtube.com/watch?v=Oqvtg7tRl8A